Marketing communication: principles and practice

I N T R O D U C T I O N
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BOX 1.1
A WORKING DEFINITION OF MARKETING
Marketing is concerned with creating and sustaining mutually satisfying exchanges of
value between producer/servers and their customers. It has both a managerial
orientation and an organizational/social function.

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The overall outcome of this effort is intended to be the positioning of the
provider as an efficient preferred source of solutions to problems experienced
by people as buyers and consumers. This is the managerial aim in managing
marketing communication. The challenge is to ensure that 
expressive
communicative activity
is clear, consistent and coherent, while also enabling
and facilitating 
impressive communicative activity
that aids judgement and
decision-making. Marketing communication is widening in scope to embrace
the idea that healthy relationships between customers and suppliers are the
basis for the prosperity of each. Expectations are growing for authentic
communication as part of a stakeholder relationship based on trust and
commitment (see Box 1.2).
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Creating
Marketing helps to direct production to the 
creation of products that serve a purpose for 
buyers and consumers
Sustaining
Marketing is a bridge between those people who
have a need to be fulfilled though interaction
Mutual
Neither party is exploiter of the other
Satisfying
The outcome of the interaction is desirable
Exchange
Products of value are traded
Value
Parties are free to determine the worth, 
desirability, utility, and associated qualities
Producer/server
The manufacturer who coordinates and delivers 
the product